category Style Guide: Watches - Amazon S3€¦ · CATEGORY STYLE GUIDE: WATCHES About this document...
Transcript of category Style Guide: Watches - Amazon S3€¦ · CATEGORY STYLE GUIDE: WATCHES About this document...
© 2009 Amazon Services LLC Page 2 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
About this document
This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Watches category.
In addition to using this document, we encourage you take advantage of the wealth of information available in our Help pages. Click "Help" on the upper-right side of the Seller Central home page.
Table of Contents
Section I: Overview
Section II: Title Style
Section III: Brand & Manufacturer
Section IV: Images
Section V: Key Product Features
Section VI: Product Descriptions
Section VII: Browse & Search
© 2009 Amazon Services LLC Page 3 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Watches
Whether you're selling watches, watch winders or watch bands, accurate data is crucial to discoverability
and sales. How you present your products will greatly influence the customer's purchasing decision when
shopping on Amazon.com. Clear and concise listings in a consistent format will better inform customers
and enhance discoverability of your products. This can result in increased traffic to your product listings.
Please carefully review the following information and make the necessary updates to your product listings.
This section covers the following guidelines for setting up product detail pages:
Title Style Get customer attention with great titles. Clear and concise titles will
improve search results and catch the customer’s attention.
Brand & Manufacturer Improve discoverability and duplicate detection by entering accurate
brand and manufacturer information.
Images Show customers what they're buying. Professional images on white
backgrounds will bring life and added attractiveness to your products.
Key Product Features Highlight the key features and benefits of your products.
Product Descriptions Elaborate on the features and uses of your product.
Browse & Search Improve discoverability and traffic through search terms and item-type-
keywords.
© 2009 Amazon Services LLC Page 4 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Title Style Your product title is the first thing customers see when visiting your detail page. Does your title provide
the customer with the right information? Will they continue looking at your product offering?
Amazon uses the words in product titles to display your products in search results. A concise and relevant
title will drive traffic to your product. Always check titles for consistent format and accuracy. Follow the
guidelines below to create product titles that make a good first impression.
Tips on how to create a great title
Do Do Not
Capitalize the first letter of each word (but see
exceptions under Do Not)
Use numerals (2 instead of two)
Spell out measurements (inches instead of ")
Keep it short, but include critical information
100 characters maximum
Note: Please include only standard text.
Type 1 High ASCII characters (®, ©, ™, etc.)
or other special characters are not supported.
10 words maximum (not including the model
number)
Follow the title structure defined below
Do not use ALL CAPS
Do not capitalize:
Conjunctions (and, or, for)
Articles (the, a, an)
Prepositions with fewer than five letters (in,
on, over, with, etc.)
Do not include seller information
Do not include promotional messages such as
"sale" or "free ship" (use the Promotion
Manager tool to include messaging)
Do not use your seller name for Brand or
Manufacturer information, unless your product
is Private Label
Do not include symbols in your listings
(such as ! * $ ?)
Title Structure (Elements to include and how to order them)
[Brand] + [Collection] + [Movement OR Feature OR Other Differentiating Attribute] + [Dial Color] + Dial
+ [Gender] Watch [Model #]
The title must be no more than 10 words in length (excluding the model number). If there is no
appropriate collection name, you may omit that element for the product title. The Differentiating Attribute
can be 2 to 4 words in length, provided you remain within the 10 word total limit mentioned above. The
following examples illustrate these different situations.
Examples:
Brand Collection
Movement OR Feature OR Other Differentiating Attribute Dial Color Gender Model #
Casio G-Shock
Mudman
Solar Atomic Black Dial Men’s Watch #GW9000A-1
Citizen Eco-Drive Perpetual Calendar Titanium Black Dial Men’s Watch #BL5250-53L
Lucien Piccard Two-Tone Quartz Cream Dial Men’s Watch #26478
Tommy Hilfiger Chronograph White Patent
Leather
Silver Dial Women's Watch #1780648
© 2009 Amazon Services LLC Page 5 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Note: Include your company information or sale messaging in your product titles may negatively impact
your seller account. Examples: Good:
Bad:
© 2009 Amazon Services LLC Page 6 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Brand & Manufacturer
Brand information allows the Amazon.com customer to determine the model and brand of the product
offered. These fields improve the accuracy of your data listings and help customers discover your
products. Typically, Brand is the best identifier for a product, but occasionally Manufacturer is used. We
request that you fill out both fields.
Brand Manufacturer
A unique and identifiable symbol, association,
name or trademark which serves to differentiate
competing products or services
A name used to distinguish one product from its
competitors; it can apply to a single product, an
entire product line, or even a company
A name or symbol used to identify a seller's
goods or services, and to differentiate them
from those of competitors
Example: Seiko
A business engaged in manufacturing a product
Someone who manufactures something
Example: Seiko
Note: It is important to not use your seller name for Brand or Manufacturer information, unless your product is Private Label.
© 2009 Amazon Services LLC Page 7 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Images Images display on the product search page and the product detail page. A professional image helps
customers discover your product and can drive traffic to your product listings. Show customers what they
will receive in their shipment (and only what they will receive). Make it easy for them to identify your
product with a clear, high-quality image displaying exactly what you're offering.
Required Use simple and clean backgrounds that do not distract from the product; ideally,
the background is pure white
Create images with 300-dpi minimum; 1,000-dpi images are preferred
Show the entire product. The product should occupy at least 80 percent of the
image area.
Include only what the customer will receive; accessories that are not part of the
product should not be shown
Please do not show a picture with multiple colors of your product; only the
product color you are offering should be displayed in the image
Prohibited Borders, watermarks, text, or other decorations
Colored backgrounds or lifestyle pictures
Other products, items or accessories that are not part of the product listing;
only include exactly what the customer is buying
Promotional text such as "sale" or "free ship" (use the Manage Promotions tool)
Note: Zoom Functionality
When you submit an image of at least 1,000 dpi, customers can zoom in on your product image on the
detail page. This provides a detailed look at your product and may reduce returns and negative feedback.
© 2009 Amazon Services LLC Page 8 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Examples of good images
Ideal Watch Image
© 2009 Amazon Services LLC Page 10 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Key Product Features The Key Product Features bullets on the detail page give the customer more details about your product
and can influence the customer purchase decision.
Be clear, specific, and include product information only
Do not include shipping or company information. Amazon policy prohibits including seller, company, or
shipping information
The description helps customers evaluate a product, so any non-product-specific information can
decrease your chance of a sale
There are five featured bullets, each with a recommended maximum of 80 characters per line
Content Example: Feature Bullets
Movement Japan 21 Jewel Automatic Self-Winding Movement (Calibre 7S26)
Materials
(Case/Band/Crystal)
Stainless Steel Case with Nylon Band, Hardlex Crystal for
Durability
Display
Day/Date Display with Spanish Option, Luminous Hands and
Markers
Special Features Screwdown See-Thru Caseback
Water Resistance Water Resistant - 30M
Dimensions Case diameter: 41.5 mm
Calendar Features Day and date calendar feature
Usage GMT function can be used to display time in a different time zone
Accessories in
Package Included AC adapter power 110-240V
Finish Wood Cherry Finish
Customers use this section to get a snapshot of the product. They may finalize a purchase decision based
on this information alone, or it may interest them enough to then read the full product description.
Note: Tips to improve readability
Write all numbers as numerals
In bullets with multiple phrases; separate the phrases with semicolons
Spell out measurements such as quart, inch, feet, and so on
Do Not:
Use hyphens, symbols, periods, or exclamation points
Write vague statements; be as specific as possible with product features and attributes
Enter company-specific information; this section is for product features only
Examples:
Good-Watch:
Product Features
Quality Japanese 21-Jewels Automatic movement
Functions without a battery; Powers automatically with the movement of your arms
One way rotating elapsed timing bezel; Screwdown crown and caseback; Strong Hardlex crystal
Stainless-steel case; Orange dial; Day-and-date functions
Water-resistant to 660 feet (200 M)
© 2009 Amazon Services LLC Page 11 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Good- Watch Winder:
Product Features
Single automatic watch winder. Compact size designed for one watch.
Clockwise and counter clockwise rotation. Built in smart IC timer & Silent Motor
Works with any type of bracelet or clasp style watch. Spring loaded to adjust to any size.
110V AC adapter included
Black Color Bad:
Product Features
- orange
Extremely reliable**
anyone will love this product!
42 mm
comes in a box!
© 2009 Amazon Services LLC Page 12 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Product Descriptions When you describe your product, you might want to include some key features listed in your Feature
bullets. However, go beyond a simple to-the-point description. Well-written product descriptions help the
customer imagine the experience of owning or handling your product. Put yourself in your customers'
shoes: what would they want to feel, touch, or ask? Incorporating information about the feel, usage and
benefits of your product can fire the customer's imagination. This is as close as you can come to creating
an in-store experience. Product Descriptions are limited to 2000 characters.
Do Do Not
Describe the major product features and list
product information including size, used-for
and style
Keep it short, but include critical information
Include accurate dimensions, care instructions
and warranty information
Use correct grammar and complete sentences
Be sure that product claims are truthful and
substantiated
Do not include your seller name, e-mail address,
website URL, or any company-specific
information
Do not write about anything but the product for
sale; this is your opportunity to tell the
customer what they are buying
Do not include promotional language such as
"sale" or "free ship" (use the Manage Promotions
tool instead)
Good:
Product Description
This Casio Sea analog illuminator watch offers all the convenience and durability of a sports watch,
with an adaptable style well suited for a work day. The large round dial is black with white and
luminous indexes, two luminous hands, and a red arrow-tipped seconds hand. The black stainless
steel bezel offers additional Arabic numeral and dot indexes and a one-way rotation to make timing
easy. The bezel's distinctive cog-like edge also gives the watch a stylishly industrial edge. The date
displays subtly at four o'clock, and a super illuminator light makes the watch easy to read at any
time. The band is made out of rugged black resin with a buckle clasp. This analog quartz powered
timepiece is water resistant up to 660 feet (200 meters) and offers a battery life of approximately
three years. It is backed by a 1-year limited manufacturer's warranty.
Bad: Product Description
© 2009 Amazon Services LLC Page 13 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Browse & Search
Customers come to Amazon.com to shop for products. They can find your products in two ways: either
using the Browse option, or using Search Terms. Most often customers use a combination of browse and
search. Make sure customers can find your products either way. Drive traffic by providing Search Terms and Item Type Keywords (for Browse).
Classification- Browse
Thousands of merchants sell millions of products on Amazon.com. To help customers find products easily,
Amazon developed a detailed product hierarchy or browse-tree structure. Customers refine by category
and subcategory links until they reach the most specific product type.
Amazon uses your Item Type Keywords to classify your products under the correct browse nodes. In
order for your products to continue to appear when customers refine their category options, they must be
classified correctly to the deepest level. This means, for example, that your dive watches should be
classified as “Dive Watches” and not just “Sport Watches” or as watches.
See the latest Item Classification Guide in the Help section of Seller Central. Item Classification Guides
(ICGs) are category-specific documents that provide valid values for setting up your products. These
values take advantage of the browse structure for categories on Amazon.com.
Example of the browse-tree category structure on Amazon.com:
The attributes below are used for browse classification.
Attribute Definition Examples
ItemType Enables customers to find your
products as they browse to the most
specific item types. This is the most
important value and determines
browse category structure.
Select an item type value from the
ICG, such as Dive Watches, Watch
bands, or Watch Winders.
ItemAttributes Specifies other item attributes of your
product. Recommended for further
classification of your products in the
Browse structure. Refer to the ICG for
Select other-item-attribute values
from the ICG, such as Perpetual
Calendar Function, Two-Tone, or
Water-Resistant.
© 2009 Amazon Services LLC Page 14 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
allowed values.
TargetAudience Specifies the target audience of the
item. This is used in browse
refinements on the search pages.
Select a target audience value from
the ICG, such as boys, unisex-adult,
or men.
See Seller Central Help for information about Using the Online Item Classification Guide. Here is a
classification example.
Note:
The Item Type must have the same exact spelling and formatting as listed in the ICG.
Make sure all of your products have keywords for the most specific subcategory possible.
© 2009 Amazon Services LLC Page 15 9/15/2009
CATEGORY STYLE GUIDE: WATCHES
Search
Search terms help customers find your products. Your product titles and company name are already
searchable, so think about other words that describe your product. Think like Amazon customers when
choosing your terms; use words they might enter into the search bar, including synonyms. Make sure they
can find your products!
Guidelines for listing your Search Terms
Each product can have up to five search lines of 50 characters per field; that's 250 characters available
for your search terms
The words you choose are the terms our search engine pulls from when customers search the site
The individual words of the title, seller, and brand are also automatically included as search terms and
do not need to be repeated in your search terms
Any combination of title words and search terms are fully searchable
Examples
Text–file feed
If you are using an inventory text file, the template fields for search terms appear as search-terms1, search-terms2, and so on. For more details about how to create effective search terms, see Using Search & Browse.
Add a Product in Seller Central